Advert Campaign Textual Analysis

The advertisement campaign I have chosen is a series of public safety adverts. It is the 'Dumb ways to die'- (November 2012) for Metro Trains video, which went world wide and  numerous other sequels have been made since. Here is the video clip below:

The target audience for this campaign is mostly aimed towards adults, as this is most likely the age range to be using Metro Trains. However, because the short film is animated and uses lots of bright colours, this attracts younger audiences like pre-teens and teenagers, who may also use the train to get to school or college.

It uses a catchy song, when explaining the dangers of public transport (in this case trains) and uses clever rhymes and comical lyrics to make the campaign more rememberable.

The humours theme attracts a variety of people, yet still manages to get the message across, which is to be safe around trains. Although as the advertising campaign got more popular, in my opinion I think it just got to the case where people just wanted to watch the video for entertainment purposes, however this worked well for Metro Train.

Also an actual game has been created based on the success of the advertising campaign.